اسم المؤلف:
وفاء جاسم محمد
اسم المشرف:
انتصار رسمي موسى
المستخلص:
In recent decades the technological revolution produced a sophisticated modern digital in various fields, and the most prominent of the artistic field in general and advertising design in particular which has evolved into an advertising digital art industry. Keeping up all the techniques at modern digital advertising of modern techniques design from outside shape of the traditional style to interact with each influence technical, electronically and influence effectively on the evolution of advertising trade design, display distinctive deviation, exciting, attractive, and development of methods and types. of course the design changed the advertising business and transformed it to the communication means of interactive in order to achieve integration design in the field of advertising and target service - profit catalog business. The objective of this thesis is focus to find out the most important modern digital technologies used in the commercial digital design and knowledge of the methods used in advertising mail as well as all its elements graphically and typography. The importance of this research through its contribution to shed light on modern digital technologies used in the design of the advertising published on the internet, and the benefit and development of researchers and scholars in this specialty. The thesis divided in to four chapters, the first chapter is the problem statement which gives the answers to the following main two questions : 1. What are the most modern digital technologies which engage in advertising published on the international network for information?2. What are the methods for the design of digital advertising published on the international network for information? The objective is to detect modes employment of digital technology in modern design of digital commercial advertising, publish on international network for information and stand on the electronic design advertising methods according to modern digital techniques, and terms contained therein has also developed. The researcher limits the temporal boundaries and spatial of the digital commercials published on the international network for information which represented from a number of websites offered via the internet and confined to the duration of the year 2012 through 2013.The second chapter which contains previous studies and theoretical framework, which is concerned with three sections, the first section related to the traditional digital commercials, the second section related to the hiring digital technologies in modern commercial advertising, and the third section related to the features of digital communicative and technical announcement and methods of digital advertising design according to modern digital techniques.It should be noted that the subject of the research topics trendy and modern applications. Therefore, searching for former researcher makes the researcher in difficulty and hardship in the sourcing. The researcher precisianism commitment scientific criteria in order to reach results can be built upon in the field of digital advertising design, investment technically, and lay the foundations of scientific used in the process procedural. Chapter third analysis and description of (10) samples, based into paragraphs form analysis prepared by the researcher, distilled from the theoretical framework of indicators and concluded them after presentation to the experts for the purpose of evaluating and verify the sincerity and consistency of the results serve to address important research. Chapter four includes a presentation of the findings a result of the conclusions of the analysis and recommendations and proposals.Results with respect to the first and second goal : 1. Most commercial sites and advertisements characterized by employment of the hyperlinks technology which connected to one of the design elements graphically or topographically to form network information. Consequently, the customer will transfer outside boundaries of web page which appear in the sample number (1,3,4,6,7,8,10) through tables (7,13,19,31,37,55) that gives additional information and provides data about the products and services offered. Therefore, to help consumer in his research and enrich the site performances can be a scale of a popular web site and to raise advertising value of appearance at the forefront of the search engines.2. Different photo format styles used such as (jpeg) in all samples except the sample (1) as illustrated through tables (7,13,19,25,31,37,43, and 49) which fits with photos installation complex gradients and non - animated or transparent, which appeared some of them relatively small to reduce the length of the page loads. But the large size of files leads to slow page loads and could lead to problems and the reluctance of consumers to pursue search advertising. Another format style used named (gif) to save the animation with transparent backgrounds in all samples as illustrate through tables (1, 7, 13, 19, 31, 37, 43, 49, and 55) except the sample number (5). In the same time, (png) format style used only in the samples number 5 and 3 as shown in table 25 and table 13. Which showed the extent of non - designer benefit from the use of its high lossless compression density and unsuitable for printing on - screen display because of the small size of files. While, the using style images (bmp) in the sample (5) as illustrated in table 25 which is one of the formulas that are not dealt with in the online search engines due to the great size of this file that causes a big problem in uploaded on the internet.3. Hypertext technology expands advertising spaces of the titles and highlights the active role in promoting the hegemonic formalities. For these titles that highlight changes color and light or formal functions on the existence of hyperlinks contribute to follow ideas and topics within the site pages of the advertising or outside, as appears in the samples (2,3,4,5,6,7,10) illustrated in tables (10,16,22,28,34,40,58), while employing of this technique would highlights negative sign of many displayed titles in all samples functionality and aesthetic.4. Hypermedia techniques have not been activating a lot of banner ads displayed in all samples. While, hired some of them to act as a hyperlinks and navigate through pages and sites inside and outside the site appeared in the samples(3,4,5,7,10) illustrated in the tables (16, 22, 28, 40, 58) developed the capabilities of functional images and their uses and consumer data and additional information specific to the product and highlight the importance of marketing, in addition to its importance and aesthetic role.5. Dominated display buttons type in the samples(5,6,10) in tables (60,36,30) which contained private static images to the product advertising. Characterized announcements from large buttons that appeared in the sample(2,6,9) in the table(12,36,54) adding flash movement and gleams on all design elements that appeared in pictures or text or trademarks contribute actively to attract the attention and interest of the consumer and its follow - up, despite their small size and linked directly with the advertiser.6. Digital technology contributed innovator in the style of our new design supports to view the products advertising in a way ads flash that appear in the form of strips advertising or display footage. Animations product advertising in flashes alternating using the programs of java or format programs flash swf offered in all samples except the sample number (3 ) that appeared in one ad contributed employ this technology to support aspects graphically and topography in this announcement and the events attract optical and indistinguishable to the rest of the ads, while not appear employ this technology in the sample number(5,10) in the table(29,59) lost these samples importance of electronic and interactive qualities, especially that the presence of these new technologies is no longer an obstacle in the display advertising components and downloading speed on the network.
